Meet Vasuma – Part 1: Lars Malmsten

Lars Malmsten has been with Vasuma since day one, helping shape the brand’s journey from a creative fashion venture into a dedicated, globally minded eyewear label. As Co-Founder and Co-CEO, he’s been the steady force behind the scenes – leading production, building lasting relationships with suppliers and retailers, and ensuring that Vasuma stays both grounded and forward-moving.

If Vasuma is a frame, Lars Malmsten is the hinge that quietly keeps it together – essential, balanced, and built to last. As one of the original co-founders, he’s helped lead the brand through two decades of growth, experimentation and refinement. From the early days of fashion collections to Vasuma’s evolution into a globally minded eyewear brand, Lars has been at the heart of it – shaping strategy, guiding production, and building long-standing relationships with retailers, suppliers, and partners across markets.

Now, in the year of Vasuma’s 20th anniversary, he reflects on the road behind – and the one still ahead.

Vasuma turns 20 this year. How have the past two decades been for you personally?

“It’s been a fun and inspiring journey – and it’s brought so many new friendships, from customers and suppliers to long-standing partners. Those relationships are still going strong today.”

Lars speaks with calm clarity, but beneath it is a sharp entrepreneurial drive. That drive has always been a core part of Vasuma’s identity – one that stretches all the way back to day one.

"Two decades in, and we’re just getting started – the best part is still ahead."

Why was Vasuma founded in the first place – what was the original vision, as you remember it?

“It really came from a shared entrepreneurial curiosity. We wanted to create a cool, global lifestyle brand. The real motivation was building something from the ground up – and delivering service that genuinely exceeds expectations. That’s always been our mindset.”

In the early 2000s, the eyewear industry looked very different than it does today. Vasuma didn’t just enter that space – it challenged it.

How did the optical market look back then, compared to now?

“It was a different world. Design-wise, it was much more mainstream in 2005. Brands played it safe. Today, there’s more edge. But at the same time, we’ve seen more market concentration, and fewer truly independent optical stores.”

Despite the changes, Vasuma has stayed true to its position as an independent voice – something that hasn’t happened by accident.

What do you think has been most important in helping Vasuma grow as an independent brand?

“Quality. Service. Sustainability. Uniqueness. And the right kind of attitude. For us, it’s always been about ‘surpricetude’ – creating the unexpected, in a way that feels completely natural.”

But growth, especially in the beginning, wasn’t linear. The early years came with plenty of uncertainty.

Were there moments when you doubted it would work – and what helped you move forward?

“For the first three years, we actually had a full clothing line alongside the eyewear. But when many fashion retailers went bankrupt and disappeared, it hit us hard. That was tough. But we shifted direction and focused entirely on glasses – and looking back, that was absolutely the right call.”

As the company evolved, so did Lars’ role. From wearing every hat in the early days, to leading operations behind the scenes.

“Those early challenges helped us refocus – and dedicating ourselves fully to eyewear was the best decision we’ve made.”

How has your role changed over the years?

“In the beginning, a few of us did everything. Now we’ve got an incredible team that does the job better than I ever could. With more staff, there’s naturally more admin and leadership work. These days, I focus mostly on production, business development, and export growth.”

That growth isn’t just measured in numbers. It’s felt in values – in people – and in what Lars is proudest of building.

“As we’ve grown, so has our ability to deliver smarter, better products – without losing what makes us Vasuma.”

What are you most proud of creating?

“The best service team in the industry. And being part of building a global, sustainable brand – one that’s built to last. But also, creating high-quality eyewear that spans multiple aesthetics and styles, always with an artistic and creative touch.”

Still, even after 20 years, Lars doesn’t feel like the big breakthrough has happened yet. Not fully.

Is there a moment that felt like a breakthrough?

“Honestly, I think the real breakthrough is just around the corner. And the starting shot? Probably the optical event of the decade – the Vasuma 20-year celebration.”

Looking forward, the mission is clear: stay grounded at home, but expand the brand’s global reach – and have fun doing it.

What’s next for Vasuma – what does the future look like?

“We want to keep delivering great service and stay present in the Swedish market. But also scale up our export to countries with big potential. Keep having fun, stay curious, and continue designing the best damn frames on the market.”

Which Vasuma frame are you wearing right now?

“Right now I’m wearing the new JP Echis in yellow transparent.”

Some frames become staples. Others become legends. For Lars, one model stands out not just for its design, but for the story it’s carried through the years.

Which frame are you most proud of – and why?

“I’m proud of most of our releases,” he says, “but especially Eggeater, which we launched back in 2007 and which is still being sold today – both by retailers and directly to customers.”

The frame has seen eight colorways, three sizes, and a full clip-on collection. But more than the specs, it’s the way Eggeater lives on that makes it special.

“One single optician – Ögat in Sundsvall – has sold over 250 pairs,” Lars adds. “There was even a rumour that Ray-Ban’s HQ once asked their Swedish rep to investigate why Eggeater was outselling the RB Aviator in some stores. The answer? ‘It’s not as teardrop-shaped’ and ‘You don’t look as sad in a Vasuma pilot.’”